Staff View: Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention

Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention

This research explored price promotion, the meaning of perceived value, customer satisfaction and repurchase intention of Malaysian low cost airlines from the perspectives of their existing domestic customers. The Malaysian low cost airlines have been competing aggressively for passenger load. Frequ...

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Main Author:	Chan, Jennifer Kim Lian
Format:	Research Report
Language:	English
Published:	Universiti Malaysia Sabah 2012
Subjects:	HE Transportation and Communications LG Individual institutions - Asia, Africa, Indian Ocean islands, Australia, New Zealand, Pacific islands
Online Access:	https://eprints.ums.edu.my/id/eprint/24979/1/Understanding%20Malaysia%20leisure%20low%20cost%20airline%20passengers%20behavior.pdf https://eprints.ums.edu.my/id/eprint/24979/
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id	my.ums.eprints.24979
record_format	eprints
spelling	my.ums.eprints.249792020-02-19T03:56:00Z https://eprints.ums.edu.my/id/eprint/24979/ Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention Chan, Jennifer Kim Lian HE Transportation and Communications LG Individual institutions - Asia, Africa, Indian Ocean islands, Australia, New Zealand, Pacific islands This research explored price promotion, the meaning of perceived value, customer satisfaction and repurchase intention of Malaysian low cost airlines from the perspectives of their existing domestic customers. The Malaysian low cost airlines have been competing aggressively for passenger load. Frequent price promotional campaigns are launched by the Malaysian low cost airlines to induce forward booking of air tickets to lock-in customers for future sales. Literature indicated that as a market matures, perceived value and customer satisfaction supersedes price in inducing favourable repeat purchase intention. The qualitative research methodology was adopted for this study to explore the effect of continuous price promotion, the multiple meanings of perceived value and the definition of customer satisfaction of Malaysian low cost airlines. Findings of this research revealed that frequent price promotion is not significant in inducing favourable repurchase intention. In addition, perceived functional value in terms of lower price, perceived relative value and perceived "social connectedness" value are crucial in prompting favourable repeat purchase intention of low cost air travel. Another interesting finding of this research is lower airfare is viewed as a perceived benefit and not perceived monetary cost. Customers of Malaysian low cost airlines define customer satisfaction as having low expectations and their dissatisfaction is non durable. Universiti Malaysia Sabah 2012 Research Report NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/24979/1/Understanding%20Malaysia%20leisure%20low%20cost%20airline%20passengers%20behavior.pdf Chan, Jennifer Kim Lian (2012) Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention. (Unpublished)
institution	Universiti Malaysia Sabah
building	UMS Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Malaysia Sabah
content_source	UMS Institutional Repository
url_provider	http://eprints.ums.edu.my/
language	English
topic	HE Transportation and Communications LG Individual institutions - Asia, Africa, Indian Ocean islands, Australia, New Zealand, Pacific islands
spellingShingle	HE Transportation and Communications LG Individual institutions - Asia, Africa, Indian Ocean islands, Australia, New Zealand, Pacific islands Chan, Jennifer Kim Lian Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention
description	This research explored price promotion, the meaning of perceived value, customer satisfaction and repurchase intention of Malaysian low cost airlines from the perspectives of their existing domestic customers. The Malaysian low cost airlines have been competing aggressively for passenger load. Frequent price promotional campaigns are launched by the Malaysian low cost airlines to induce forward booking of air tickets to lock-in customers for future sales. Literature indicated that as a market matures, perceived value and customer satisfaction supersedes price in inducing favourable repeat purchase intention. The qualitative research methodology was adopted for this study to explore the effect of continuous price promotion, the multiple meanings of perceived value and the definition of customer satisfaction of Malaysian low cost airlines. Findings of this research revealed that frequent price promotion is not significant in inducing favourable repurchase intention. In addition, perceived functional value in terms of lower price, perceived relative value and perceived "social connectedness" value are crucial in prompting favourable repeat purchase intention of low cost air travel. Another interesting finding of this research is lower airfare is viewed as a perceived benefit and not perceived monetary cost. Customers of Malaysian low cost airlines define customer satisfaction as having low expectations and their dissatisfaction is non durable.
format	Research Report
author	Chan, Jennifer Kim Lian
author_facet	Chan, Jennifer Kim Lian
author_sort	Chan, Jennifer Kim Lian
title	Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention
title_short	Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention
title_full	Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention
title_fullStr	Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention
title_full_unstemmed	Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention
title_sort	understanding malaysia leisure low cost airline passengers behavior: promotional price, perceived value, customer satisfaction and repurchase intention
publisher	Universiti Malaysia Sabah
publishDate	2012
url	https://eprints.ums.edu.my/id/eprint/24979/1/Understanding%20Malaysia%20leisure%20low%20cost%20airline%20passengers%20behavior.pdf https://eprints.ums.edu.my/id/eprint/24979/
_version_	1760230308099129344
score	13.211869

Understanding Malaysia leisure low cost airline passengers behavior: Promotional Price, Perceived Value, Customer Satisfaction and Repurchase Intention

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